FCB Activation Scores 3-million Views In 3 Days
An activation devised by FCB Cape Town for BMW Motorrad scored well over 3-million views on social media in just three days.
Developed by the team of Art Director Janine Coboz, Writer David Bassett and Group Head Dylan Davies and overseen by Executive Creative Director Mike Barnwell, BMW Motorrad ‘Bus Stop’ was designed to reinforce the payoff line for the new BMW S 1000 RR – ‘Blink and you’ll miss it’.
“Early one morning, the FCB team rigged a bus stop in Cape Town with speakers and installed a fake puddle of water in the road alongside,” explained Barnwell.
“The two were linked so that people waiting at the bus stop would hear the sound of a bike travelling really fast and approaching the shelter. As it ‘sped past’, water splashed from the puddle much as it would have if a motorbike had driven at pace through it. But there was no motor bike. Had it been travelling so fast, the people had missed seeing it?
The FCB team uploaded a video of them ‘experiencing’ the S 1000 RR and within just three days it had been shared over 3-million times on social media channels. You can view it here: https://www.youtube.com/watch?v=LduLoENTM84.
BMW Motorrad is a new destination store in Cape Town that pays homage to the customised motorcycle and artisanal coffee. The new large scale showroom offers a full customisation service, lifestyle accessories, new and used BMW motorcycles and parts, servicing and workshop facilities – plus a designer café.
The combination of pleasures – supercharged two-wheel machines and complex aromatic coffees – has seen motorcycles and café culture gain ground as a global lifestyle direction. The renowned BMW Welt in Munich, for instance, is a prime example, while cities in Australia, Bali, Italy and West Coast USA boast go-to hotspots for all things ‘bike and barista’.